George at Asda Unveils ‘Bring It On’ Back-to-School Campaign

As the school holidays unfold, George at Asda is excited to launch its dynamic Back-to-School campaign, titled “Bring It On.” Premiering in Scotland on July 25 and expanding to England and Wales on August 15, this playful campaign reaffirms George’s reputation as the top choice for quality and value in school uniforms, while showcasing a deep understanding of the challenges faced by families.

The 30-second hero film kicks off with a lively family arriving home. As the children burst through the front door, the mother receives a dreaded WhatsApp message about a science project due the next day. The family quickly springs into action, assembling a rocket in record time, all while wearing George at Asda uniforms.

Amid the chaos of paint splashes, soap bubbles, and flying paper, George’s scuff-resistant shoes, stain-release polo shirts, and reinforced knee trousers prove their durability, allowing the family to focus on completing the project without worrying about their clothes.

The campaign provides a light-hearted yet accurate depiction of family life and highlights the resilience of George at Asda’s upgraded back-to-school range, which stands up to the rigors of any primary or secondary school pupil.

With George at Asda leading the schoolwear sales charts, accounting for nearly 30% of all school uniform purchases, the campaign underscores the brand’s commitment to delivering exceptional value and quality.

David Hills, Chief Customer Officer at Asda, and Liz Evans, MD of George, commented, “As the UK’s number one uniform retailer, we understand the chaos of last-minute projects and overzealous WhatsApp chats. ‘Bring It On’ is designed to reassure our customers that, no matter the deadline or the mess, George at Asda has them covered with great value and quality uniform.”

Collaborating with Impero Creative Agency, George at Asda aimed to craft a 360-degree campaign highlighting the durability and affordability of its products while enhancing the brand’s perception as a provider of high-quality schoolwear at competitive prices.

Impero’s Managing Director, Emily Winterbourne, added, “Our goal was to develop a creative concept that would resonate emotionally with parents while reinforcing George’s commitment to quality. We believe this campaign will not only enhance our position but also achieve top marks in quality perception.”

The “Bring It On” campaign is set to make a significant impact in the retail services industry, reaffirming George at Asda’s status as the go-to destination for all school shopping needs.

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